Global Fashion Industry: Italy PRACT-UG 9200 Wednesdays, 10:30 A.M
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Fall 19 – Global Fashion Industry: Italy PRACT-UG 9200 Wednesdays, 10:30 a.m. - 13:15 p.m. Classroom Location: Villa Ulivi – Aula Firenze Class Description: Prerequisites: none. Global Fashion Industry: Italy will provide students with a deep understanding of the contemporary fashion industry in Italy, as well as of Italy's position in the global fashion arena. The course will drive students through the entire lifecycle of the fashion business, from forecasting trends to retailing, through design, sourcing, product development and production. Particular attention will be dedicated to different marketing aspects of the process, such as: identity building, brand positioning, merchandising, buying, costing, communication. All levels of retail, from luxury to mass market will be covered. The course will end with an analysis of the new challenges, such as sourcing globalization, emerging markets, sustainability and growing significance of technology. A strong effort will be put into organizing site visits to studios, showrooms and factories, as well as meeting with professional players. Each session will be structured to give students an overview of a particular stage of the Industry, through a mix of lectures from the course leader and visiting professionals, studio and showroom visits, walking tours, reading assignments and practical projects. Instructor Details: Name: Marco Semeghini NYUGlobalHome Email Address: [email protected] Office Hours: Wednesdays, 10:30 a.m. – 13:15 a.m. Villa Ulivi Office Location: top floor Villa Ulivi Phone Number: +39 055 5007 300 Desired Outcomes: On completion of this course, students should: ● Have improved their ability to think critically, engage in complex reasoning and express their thoughts clearly through their written work. Page 1 of 11 ● Have improved their understanding of the roles involved in the fashion business, and the key approaches and issues pertinent to each of them. ● Have mastered a basic understanding of each stage of the fashion development process. ● Be able to present an independent analysis of the Italian fashion industry and its composite sectors. Assessment Components: Attendance and Participation: 20% Mood board assignment and oral presentation: 20% Flagship store assignment (midterm): 20% Final project development: 25% Final project presentation: 15% Failure to submit or fulfill any required course component results in failure of the class. The assignments will be: 1. The creation of a design mood board – atmospheres, colors, shapes – for an Italian brand. Students, divided in groups, will present the board in a 15-minute oral presentation. They will prove their understanding of the brand identity codes, and show their interpretation of a possible brand evolution. (Team project) 2. A critical analysis of the Florentine retail reality, as perceived from a customer point of view (3 double-spaced, typewritten pages). (Individual project) 3. The relaunch strategy for an existing, but somehow faded, Italian brand (such as Elsa Schiaparelli, Fiorucci, Enrico Coveri, Gianfranco Ferrè, or Krizia). (Class project) It will be a Powerpoint (or similar) document developed by the entire class that will show: Knowledge of the brand’s history and understanding of its identity codes; Vision of a possible future positioning, including: o product and price strategy; o communication and distribution strategy. In the last session of the course, each student will present a part of the class project, with the aim to prove knowledge of the subject and analytical skills. Self-confidence and fluency in presentation will also be taken into consideration. Assessment Expectations: Grade A: The student makes excellent use of empirical and theoretical material and offers structured arguments in his/her work. The student writes comprehensive essays/exam questions and his/her work shows strong evidence of critical thought and extensive reading. Grade B: The candidate shows a good understanding of the problem and has demonstrated the ability to formulate and execute a coherent research strategy Grade C: The work is acceptable and shows a basic grasp of the research problem. However, the work fails to organize findings coherently and is in need of improvement Grade D: The work passes because some relevant points are made. However, there may be a problem of poor definition, lack of critical awareness, poor research Page 2 of 11 Grade F: The work shows that the research problem is not understood; there is little or no critical awareness and the research is clearly negligible Grading Guidelines: A = 94-100 A minus = 90-93 B plus = 87-89 B = 84-86 B minus = 80-83 C plus = 77-79 C = 74-76 C minus = 70-73 D plus = 67-69 D = 65-66 F = below 65 Grading Policy: Please refer to Assessment Expectations and the policy on late submission of work. Academic Accommodations: Academic accommodations are available for students with documented disabilities. Please contact the Moses Center for Students with Disabilities at 212-998-4980 or see the Moses Center for further information. Students with disabilities who believe that they may need accommodations in a class are encouraged to contact the Moses Center for Students with Disabilities at (212) 998-4980 as soon as possible to better ensure that such accommodations are implemented in a timely fashion. For more information, see Study Away and Disability. Attendance Policy: Study abroad at Global Academic Centers is an academically intensive and immersive experience, in which students from a wide range of backgrounds exchange ideas in discussion-based seminars. Learning in such an environment depends on the active participation of all students. And since classes typically meet once or twice a week, even a single absence can cause a student to miss a significant portion of a course. To ensure the integrity of this academic experience, class attendance at the centers is mandatory, and unexcused absences will be penalized with a two percent deduction from the student’s final course grade. Students are responsible for making up any work missed due to absence. Repeated absences in a course may result in failure. Page 3 of 11 For courses that meet once a week, one unexcused absence will be penalized by a two percent deduction from the student’s final course grade. For courses that meet two or more times a week, the same penalty will apply to the number of class times over a single week. Excused Absences: In case of absence, regardless of the reason, the student is responsible for completing missed assignments, getting notes and making up missed work in a timely manner based upon a schedule that is mutually agreed upon between the faculty member and the student. The only excused absences are those approved by the Office of Academic Support; they are as follows: Absence Due to Illness If you are sick, please see a doctor. Contact the Office of Student Life for assistance. For absences that last for two or more consecutive days,a doctor’s certificate, “certificato medico” is required. The doctor will indicate in writing the number of days of bed rest required. Please note these certificates can only be obtained on the day you see the doctor and cannot be written for you afterwards. Absences can ONLY be excused if they are reported WITHIN 48 HRS of your return to class via the online NYU Florence Absence Form OAS will not accept a student email or telephone call regarding an absence due to illness OAS will only notify faculty of absences REPORTED on the ABSENCE FORM The Office of Student Life, when assisting you in cases of severe or extended illness, will coordinate with the Office of Academic Support to properly record your absences Due to Religious Observance Students observing a religious holiday during regularly scheduled class time are entitled to miss class without any penalty to their grade. This is for the holiday only and does not include the days of travel that may come before and/or after the holiday Information regarding absences due to religious observance must be provided at least SEVEN DAYS PRIOR to the date(s) in question using the online NYU Florence Absence Form Please note that no excused absences for reasons other than illness can be applied retroactively. Due to a class conflict with a program sponsored lecture, event, or activity All students are entitled to miss one class period without any penalty to their grade in order to attend a lecture, event or activity that is sponsored by the academic program Information regarding absences due to a class conflict must be provided at least SEVEN DAYS PRIOR to the date(s) in question using the online NYU Florence Absence Form Please note that no excused absences for reasons other than illness can be applied retroactively. Page 4 of 11 Students with questions or needing clarification about this policy are instructed to contact a member of the Office of Academic Support located in Villa Ulivi or to email [email protected] Late Submission of Work: All course work must be submitted on time, in class on the date specified on the syllabus. To request an extension on a deadline for an assignment, students must speak to the professor one week prior to the due date To receive an incomplete for a course at the end of the semester, two weeks before final exams, both the student and the faculty member must meet with the Assistant Director of Academic Affairs to review the request and if granted, they must both sign an Incomplete Contract detailing the terms for completing missing coursework. Plagiarism Policy: PLAGIARISM WILL NOT BE TOLERATED IN ANY FORM: The presentation of another person’s words, ideas, judgment, images or data as though they were your own, whether intentionally or unintentionally, constitutes an act of plagiarism. In the event of suspected or confirmed cases of plagiarism, the faculty member will consult first with the Assistant Director for Academic Affairs as definitions and procedures vary from school to school.